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It bears mentioning that, apparently against the tide, the idea originates from France.

The article notes that, like all things, adoption takes time:

Perhaps unsurprisingly, demand is outstripping supply in those locations explored thus far, but slowly property owners are warming to the rise of stores-within-stores, kitchen workshops that can generate additional revenue from a space, and some very unconventional uses for shopping malls. An Indiegogo-funded Pop-up guide will list all the pop-up spaces within cities and offer opportunities for engagement.